A direct contracting approach to
health care can change a lot for your employees: which doctors they can
see, how they’re billed, where they get prescriptions filled, and more.
They’ll be worried about costs, limitations in care, and the amount of
effort involved.

If you’re rolling out changes that could impact your entire employee
population, you should have a plan for how (and what, and when) you’re
going to communicate.

According to the National Business Group on Health, the share of
large employers contracting directly with health systems and providers
in local markets will reach 10% in 2020, and another 21% are considering
it in the next two years.

Dave Chase is founder of the growing Health Rosetta health care model, built on value-based direct care. In his book, The CEO’s Guide to Restoring the American Dream, he says, “The need for frequent, clear communication with employees and dependents can’t be overemphasized.”

Focus on the Positive, Tell the Truth, Bust the Myths

You can head off some of their uncertainty with a consistency and
four general messages. The plan might look something like this, but
every situation is unique.

4 months out. Tell them why you’re making
the change, and be honest. Something like: The U.S. health care system
is unnecessarily complicated and secretive about costs. There’s a better
way to do health care, with better care and lower costs.

6 weeks out. Address their concerns with some
myth-busting. By now you’ve heard rumblings of employee fears, so you
know what to address. Let them know you understand and bust the myths
one by one.

2 weeks out. Tell them how the new plan
works. This is the nitty gritty — where they can go for care, how they
should pay, who to call for help, the new ID card, and more.

It’s More Than Emails with Bullet Points

To effectively get the messages out, you need to reach your employees
in different settings. Face to face in meetings, postcards at home,
posters in the office (even in bathroom stalls!), your intranet, and
yes…carefully crafted emails.

As HR communicators, we beat a loud drum about using simple words and
no geek-speak. Explain the new plan like you’re talking to your Aunt
Betty…or your neighbor. Albert Einstein said it best: If you can’t
explain it simply, you don’t understand it well enough.